The Baby Friendly
Initiative

Transforming healthcare for
babies, their mothers, parents and families in the UK

2025 Annual Conference

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2025 Annual Conference

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LATEST NEWS AND RESOURCES

Report

New research from Baby Friendly: National Neonatal Project Executive Summary

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Statement

UNICEF UK Baby Friendly Initiative's response to the Rapid Investigation into Maternity and Neonatal Services

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Resource

Baby Friendly launches new Theory of Change framework

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News and Blog

Planning meetings and Stage 1 now available for hospital-based children’s services

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Unaffordable infant formula price rises

Recommendations for the UK Government

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LEARN MORE ABOUT THE CODE

WHO Policy Brief on ending unethical marketing practices

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The International Code of Marketing of Breastmilk Substitutes

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Working within the Code: Health professionals' guide

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The impact of infant formula marketing

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The power of collaboration

Four Trusts implement the Baby Friendly standards

Access case study

About Baby Friendly

About the Baby Friendly Initiative

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Resources

UNICEF UK’s Baby Friendly Initiative has made a real difference in giving our staff the skills and confidence to change the conversation about breastfeeding and early relationship building with parents… Together we can ensure that every single mother and baby receives the very best possible care, at a point in their lives where the information and support we provide will have a profound effect on their future health and development.
Ellie Elkins, Infant Feeding Lead for West Sussex, Sussex Community NHS Foundation Trust